Any negative media coverage can damage your reputation for years.  The adage of ‘it’s better to be talked about than not at all’ no longer applies in the age of the internet and social media.  Damaging articles live there forever, gathering momentum every time people share and repost it.  While there are times when negative news cannot be avoided, the PR practitioner’s role is to turn this around and manage the messaging that portrays your company in a positive light.